The Prep
Thorough preparation is the foundation of successful executive meetings. To ensure these critical interactions yield meaningful results, I focus on a four-tier preparation process:
- Understanding the Players: First, I identify all attendees and determine the MIP (Most Important Person) in the meeting. This knowledge shapes my approach and helps direct my attention appropriately. Understanding decision-making dynamics is crucial for navigating the conversation effectively.
- Assessing Business Context: For existing customers, I analyse our current business relationship, potential cross-sell or upsell opportunities, and any challenges they might be facing. With prospects, I investigate competitive positioning and explore possible replacement or displacement strategies. This contextual understanding allows me to enter conversations with relevant insights.
- Industry Intelligence: I research industry trends and likely challenges that, if addressed, could accelerate their growth. This broader perspective demonstrates value beyond our specific offerings and positions me as a thought partner rather than merely a vendor.
- Alignment with Team Objectives: I clarify what my sales or account management team expects from the meeting and define what constitutes a successful outcome. This alignment ensures I deliver on internal expectations while creating value for the executive I’m meeting.
Beyond these team-provided insights, I conduct personal research that often reveals nuances missed in standard briefings:
- Direct Customer Experience Analysis: I visit their website or use their app, noting key conversion points. For example, I observe whether they capture contact information on first visits, signalling their approach to lead generation. (After all, Netcore’s work only begins when they have identity information.)
- On-site Observations: For businesses with physical locations, I make store visits before important meetings. Nothing impresses an executive more than hearing, “I visited one of your stores and noticed opportunities to enhance the customer experience.” Better still is discussing my personal purchase journey, including checkout and post-purchase experiences.
- Financial Research: For publicly traded companies, I review quarterly results, the last annual report, and analyst call transcripts. This provides high-level insights into business priorities, challenges, and strategic direction that may not emerge in standard briefings.
- AI-Powered Preparation: I leverage AI tools to generate additional perspectives and meeting approaches, often revealing unconventional angles I might otherwise miss.
While I plan carefully for the opening and closing segments of these meetings, I recognise that the middle portion remains unpredictable, responding organically to the conversation’s flow and the executive’s interests. The one boundary I establish with my team is that I will not engage in direct pitching or negotiations during these meetings—everything else is fair game.
This comprehensive preparation transforms what could be ordinary business conversations into strategic exchanges that build lasting relationships and create mutual value. By investing time upfront, I enter each executive meeting confident in my ability to provide meaningful insights tailored to their specific business context.
